Campaign: The ‘Face Facts’ campaign to promote Sk:n
PR team: Unity
Timescale: March 2007
Sk:n does everything from botox, laser hair removal and breast augmentation to tattoo removal through 22 high street clinics, putting it between Harley Street plastic surgeons and high street beauticians. However, this could lead to accusations that it is providing complex cosmetic procedures on the cheap.
To support Sk:n’s aggressive expansion plan. To generate new clients. To highlight its use of doctors and nurses approved by the Healthcare Commission.
STRATEGY AND PLAN
Unity identified to two key groups: ‘young and image conscious’ and ‘Sex in the City types’ (female professionals with high disposable incomes).
Unity focused on Sk:n’s anti-ageing and sun care products. All face-related treatments at Sk:n begin with a £25 consultation, where a UV scanner scans the skin. In addition to detecting premature ageing and sun damage, the device can also reveal early signs of skin cancer. Unity persuaded Sk:n to offer the scans for free and to donate £1 for every scan undertaken to the British Skin Foundation (BSF). This association gave Sk:n the chance to explain each scan would be carried out by a trained medical professional.
A wide-ranging educational campaign was launched, focusing on the regular damage people subject themselves to by not taking care of their skin, with a public-facing campaign theme called ‘Face Facts’. Unity commissioned research that revealed that the majority of 18 to 24-year-olds already had irreversible sun damage, and sold this in with case studies, skin scan images and – importantly – a quote from the BSF.
A ‘skin calculator’ was also launched and revealed that East Londoners had the most prematurely aged skin. The cast of Channel 4’s Shipwrecked were ‘skin scanned’ and a film of a beautiful girl prematurely ageing in fast motion was produced for the web. Unity also gave out oranges with ‘peel back the years’ stickers on the skin.
MEASUREMENT AND EVALUATION
Coverage was achieved in 15 national papers (including The Mirror, The Sun, The Telegraph and the Daily Mail) and 30 regional titles; 22 broadcasts included ITV London News; and magazines included Cosmopolitan and Red.
In March, Sk:n generated a record 7,089 new enquiries and undertook 997 skin assessments, raising nearly £1,000 for the BSF. At least 2,500 of the enquiries were directly attributable the campaign and a total of 2,500 were converted into full paying customers, generating £142,500 of business in less than three months and on course to generate £712,500 in six months.